Call recording solutions in the call center market have traditionally been dissected into two product categories, quality monitoring (selective recording) and logging (full-time or 100% recording). This labeling is a bit misleading. The inference is that only systems that record a sample of the calls contribute to quality improvements. In fact, full-time recording is now the preferred method to improve quality performance and numerous additional factors.
For the past two years analyst firms have conducted in-depth studies of the contact center recording market and concluded there is a significant trend toward full-time recording. The PELORUS Group discovered that the 2004 vendor sales of systems configured to provide full-time recording greatly surpassed sales of systems designed to provide only selective recording (often called “service observance” or “100% via business rules”). Full recording now accounts for nearly 60 percent of the total dollar value of system purchased and that percentage is expected to grow through their forecast horizon of 2009.
The four main reasons for the trend to full recording are improved agent performance, better understanding of consumer behavior, dispute resolution, and compliance.
Improved agent performance - Even the best-run call centers sample no more than 1% – 4% of agent calls per month for quality evaluation purposes. Often, the calls selected for monitoring are those that fall outside some acceptable threshold, such as call length, number of transfers, wrap-up and hold time. This is acceptable for coaching, but if used for evaluation as well, it distorts the true picture of the agent’s performance under more normal situations. By drawing from the full universe of monthly calls, supervisors can draw separate samples for evaluation and coaching.
Better understanding of customer behavior and motivations - The average call center agent handles approximately 1300 calls each month. Over the course of a year a 200-agent call center will handle 3.1 million consumer calls. What a rich treasure trove of valuable consumer information! Hidden within this massive data base are answers to questions corporate marketing departments spend hundreds of thousands – even millions - of dollars to find out through third party market research. This is information that can change the way their employers sell, price, and support the company’s products and services. But the treasure can only be mined if it is first captured and stored.
Dispute resolution - Over one-third of customer queries are sales-related. During these calls promises are made, instructions are given, and deals are struck. Absent tangible evidence of what was said during these discussions can escalate into unpleasant he-said, she-said disputes that fray customer relations, harm staff morale or lead to unwarranted law suits.
Compliance with laws and regulations – Local, state and federal regulations can potentially impact call center operations. The Telemarketing and Consumer Fraud and Abuse Prevention Act with its two Telemarketing Sales Rules (1995 and 2004) include many provisions that effect up-selling and cross-selling. There are specific disclosure requirements and requirements for Express Verifiable Authorization and Express Informed Consent. The best way to prove compliance is to record and archive all interactions. Other federal laws that impact specific types of call centers are the Health Insurance Portability and Accountability Act and the Fair Debt Collection Practices Act.
Common objections to recording and archiving 100 percent of transactions including higher front end costs, storage requirements and data accessibility, have largely been addressed with recent advances in technology. These advances have allowed companies to convert to full-time recording, without experiencing cost increases to their organization, in an effort to improve agent performance and customer satisfaction.
The question now is why would you not record all transactions?